Recycled Materials Marketing Mistake #1

Mistake #1: "Me Too" or "We're Just As Good" Marketing Strategy

Now then, let’s assume that the products made from recycled materials are as good and as safe as the ones made from new materials.

In this case a proposal to spend more money on educating the consumer (you and me) about this fact comes from a desire to build a “recycled materials brand”. (Hey, look at this little triangle: It's a recycling logo!)

The problem with this type of “brand" though is that these products are only “as good” as -- and not any better than -- other products. Which means the “brand” has no foundation, and no amount of marketing (i.e., tax money) will be able to fix that.

“As good” just simply won't cut it. No matter how much money you throw at it.